Principles of Electronic Media / Edition 2

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The professional broadcasting experience of this talented author team offers students considering careers in television, radio, or the Web a firm grounding in the field. Students will gain a basic understanding of the history and technical foundations of electronic media as well as the daily business realities and likely future challenges facing today’s media professionals. Throughout the main text and in the stand-out "ProTalk" boxes, students meet industry leaders and visionaries who chart the future of electronic media. The authors’ accessible and engaging writing style fosters understanding and encourages critical thinking on the complex issues that surround the way our culture interacts with the broadcasting media.

New to this Second Edition

  • NEW 4-color design! The first four-color book in this market gives this high-tech and very vibrant industry the visual appeal it deserves in a textbook.
  • The new "Sidebar" feature unifies boxed material that covers a broad range of valuable material, from industry statistics and organizational charts, to media conglomerates and technological advances.
  • Updated "ProTalk" boxes introduce readers to emerging and established industry leaders in radio, television and Web broadcasting
  • Enhanced coverage of media professionals of diverse backgrounds, such as Native American, African American and Asian American, provide students with an accurate reflection of the broadcasting industry today.
  • New and timely coverage of current events throughout every chapter, including discussions of reporting in Iraq, the Democratic primary race, the 2004 presidential elections, highly publicized court cases, and corporate scandals, give students valuable insights into the realities of working in the industry.
  • Entertainment coverage—from reality TV to specialized radio talk shows—has been updated throughout every chapter, bringing electronic media into the cultural world of students and energizing class discussions
  • Part III: Electronic Media: A Broader View has been restructured to first introduce students to legal and ethical frameworks of the field, and then to the theories and research they will apply on the job. From there students are poised to understand and explore the highly regulated world of public broadcasting and, ultimately, electronic media’s role and effects in the world.
Praise for Principles of Electronic Media
"The authors do more than survey the field of electronic media; they encourage students to envision and determine their potential roles within today’s media landscape."
Antone J. Silvia, University of Rhode Island

"…a textbook that could become a staple of students studying electronic media."
Kenneth A Fischer, Southern Illinois University

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Product Details

  • ISBN-13: 9780205449750
  • Publisher: Pearson
  • Publication date: 7/15/2005
  • Edition description: REV
  • Edition number: 2
  • Pages: 432
  • Product dimensions: 8.51 (w) x 10.84 (h) x 0.60 (d)

Table of Contents


1. Overview.

The Iraq War Media Battles.

How Principles Matter.

Electronic-Media Roles.

The Book and the Quest.

2. History.

The 1800s: Broadcasting’s Prelife.

1900-1930: Birth of an Industry.

1930-1945: Growth, Regulation and War.

1945-1960: A “Golden Age” Dawns.

1960-1980: Ferment and Change.

1980-Present: Challenges to Broadcasting.

Toward a Digital Future.

3. Cable and Satellite.

Early Days of CATV.

Open Skies.

Cable’s Costs and Benefits.

Merger Mania and Shakeouts.

Storm Clouds of Cable.

Cable’s Chronicle of Regulation.

Alternatives to Cable.

4. Radio and Television Technology.

The Big Picture: Stages in Media Production.



Broadcast Delivery.


5. Digital Domains.

The Digital Challenge.

Computer Evolution.

The Internet Age.

Broadband Future.

Wireless Networks.


6. The Industry.


Levels of Operation.

The Local Picture.

Into the Future.


7. Programming and Distribution.

What Programs Are.

How Programs Move.

Programming Radio.

Programming Television.

Into the (Digital) Future.

8. Broadcast News.

How News Matters.

Traditional Paths.

Newer Channels.

News and Society.

Into the Future.

9. The Audience.

The Mysterious Crowd.

Ways of Counting.

Analyzing the Audience.

Issues and Concerns.

The Digital Future–Now.

10. Advertising and Promotions.

“Cinema Advertising.”

Business Basics.

A Brief History of Broadcast Advertising.

Commercial Enterprise.

Art of the Deal.

Advertising Strategies.

Advertising Convergence.

Advertising in the Internet Age.


Issues in Advertising.

Advertising and the Law.


11. Law.

Beginning with the Basics.

Ownership. Concentration and Diversity.

Regulation by Delivery System.

Content Standards.

Copyright and Promotions.

Free Speech and Free Press.

12. Professional Ethics.

Why Study Ethics?


Prescription Truth.

Fairness for All.

Independence and Self-Interest.

Models of Moral Reasoning.

Success Principles.

13. Theory and Research.

Purposes of Research.

Critical Studies.

Technological Determinism.

Journalism Theories.

Functions and Dysfunctions.

Social Psychological Approaches.

Research Methods.

14. Public Broadcasting.

Traditional Roles.

The Dollar Dilemma.

Birth and Growth.


A Broadcasting "Public."

Into the (Digital) Future.

15. The World.

A World Connected.

Authority over Media.

Global Reach.

Into the Future.

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